Tourists experience the thrill and excitement of Via Ferrata around Yandang Mountain, a national 5A-level scenic area, in Xianrentan village, East China's Zhejiang Province. Photos: VCG

Young Chinese travelers, after discovering the thrill of rock climbing, have now found a new extreme sport suitable for the masses - Via Ferrata leading high up toward the sky.

Via Ferrata, an Italian term meaning "iron road" or "iron way," involves climbing a mountain rock face equipped with steel handrails, footholds, and cables. 

Unlike traditional rock climbing, which focuses on vertical ascents, Via Ferrata allows participants to traverse rocky walls with added safety measures.

"At first, I didn't quite get it, but after I developed an interest in outdoor sports, it became impossible not to become intrigued by it," said Bonnie Xu (Pseudonym), who took on the 1,480-meter-high rock face of Qixing Mountain in Zhangjiajie, Central China's Hunan Province in December 2024.

She told the Global Times that her main reason for trying Via Ferrata were the thrill and the desire to push her limits. 

"I chose this route because of its difficulty. I'm not interested in routes that are too easy," she explained.

"Cities are not my home. The wilderness and mountains are where I belong," Xu added. 

Youth participation 

At the foot of Yandang Mountain in Wenzhou, East China's Zhejiang Province, a group of Via Ferrata climbers, strapped into their harnesses and scaling the rock face, found themselves stuck halfway up the mountain since there were too many tourists. 

Since the end of 2023, the number of visitors coming specifically for Via Ferrata has surged, surpassing previous years by three to four times. 

During the Qingming Festival and May Day holidays in 2024, Via Ferrata projects in places such as Yandang Mountain, Baishi Mountain and the Jigongling outdoor sports base were all booked up with some visitors needing to reserve tickets in advance. 

Many scenic areas have sped up the construction of Via Ferrata courses, and some even added them to amusement parks, allowing curious visitors to experience the thrill close to home.

Xiaoyang (Pseudonym), a regular participant in Via Ferrata at Baoquan Mountain in Central China's Henan Province, told the Global Times that the number of people trying it has always been high, with many students and children coming to give it a go. 

She noted that for office workers, this type of adrenaline-pumping activity serves not only as a way to release stress and negative emotions, but also as a means of renewal and empowerment. 

For students, it's a challenge that satisfies their curiosity and encourages them to explore the natural world.

The rise of Via Ferrata is tied to a popular hashtag on social media: "Brave people enjoy the world first." 

Via Ferrata provides a practical way for those who may lack professional athletic ability but still want to conquer mountains and seek thrills. 

With the hit of the activity, some scenic areas have also introduced video shooting services, offering climbers a chance to capture stunning images. 

These photos, often shared on well-curated social media feeds, are sure to grab attention on social media platforms; and thanks to this, Via Ferrata gains even more popularity among young people.

Tourists experience the thrill and excitement of Via Ferrata around Yandang Mountain, a national 5A-level scenic area, in Xianrentan village, East China's Zhejiang Province.

Travel industry outlook

With the rise of Via Ferrata as a thrilling activity, local tourism has been significantly boosted. 

According to People's Daily, in Yangshan village, South China's Guangxi Zhuang Autonomous Region, the Via Ferrata project has brought an annual revenue of 136,000 yuan ($18,682) to the village collective. 

With the influx of tourists, local residents are seeing an average annual income of over 30,000 yuan, employment at scenic areas, running rural guesthouses, and the sale of agricultural products. 

As more destinations invest in Via Ferrata, local economies are growing, driving the development of supporting industries, creating new consumption hot spots, and injecting fresh momentum into regional growth.

"Integrating attractions in scenic areas with extreme sports like Via Ferrata, as well as various fun and engaging activities, represents a fundamental trend in international cultural and tourism development, which can draw younger tourists by enriching their experience," Sun Jiashan, an associate research fellow at the Central Academy of Culture and Tourism Administration, told the Global Times.

However, the safety of these projects remains a subject of concern. 

Is relying solely on a safety rope truly enough to ensure security? 

In some scenic areas, sufficient numbers of Via Ferrata instructors are stationed to guarantee visitors' safety. 

At the Xufuyan scenic area in East China's Zhejiang Province, five instructors holding beginner-level climbing certificates are assigned to the Via Ferrata course. 

These instructors are spread across various routes to prevent dangerous actions by climbers. 

Beyond technical skills, they are also trained to manage visitors' anxiety and provide reassurance, as reported by the Paper.cn.

Sun also pointed out some potential safety risks of these extreme events. 

To make it safer, Sun noted that a complete standard in the tourism industry should be formulated in order to regulate the setting and planning of extreme sports such as Via Ferrata in scenic areas.